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Tide: The Robe
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To further drive home the notion that Tide is the #1 trusted detergent brand on the market by consumers for 70 years, Saatchi & Saatchi New York and Tide are owning the category of clean and establishing the need for a high performance detergent in their latest “It’s Got to be Tide” campaign. The idea for the campaign stems from the relatable moment where you look at a garment and think, “I really hope this was washed in the right detergent.” The new campaign, which is directed by Max Sherman from Anonymous Content, brings back the brand’s iconic tagline, “If it’s got to be clean, It’s got to be Tide” through a series of three comical, yet relatable situations that showcase the idea that if something must be clean, Tide is the only brand to trust.
Director of Film Production: John Doris Related
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